Campaigns: Healthcare/Sport - Takeda sends amputees to the Cup

Pharma firm Takeda UK specialises in diabetes and bone cancer, both of
which can lead to amputations. So it linked up with the England Amputee
Football Association (EAFA) as part of its new CSR programme.

Objectives

- To raise money to send the team to the Amputee World Cup in
Argentina

- To encourage new amputees to join the charity

- To put something back into society.

Strategy and plan

Takeda donated £5,000 to the charity, and staged a cheque
presentation.The Takeda Cup, an international amputee football match and
fundraising event, was arranged for June, prior to the FIFA World Cup. A
campaign was launched to support 'our boys'.

An audience of 200 guests was selected to attend the event, including
local MPs, media, NHS representatives, celebrity amputees, patient
charities and football clubs with disability foundations.

Measurement and evaluation

The campaign generated coverage in broadcast, print and online media.
Highlights included The One Show and Granada TV.

Results

Takeda raised enough money to send the team to Argentina. The team was
also invited to compete in the BT Paralympics World Cup in Manchester.
There has been a rise in new members and Takeda will provide ongoing
support.